Product Launch Brand Campaign I Titan Edge Ultraslim
Sharon Serrao
Published
Titan Edge Ultraslim | Time obeys the maker’s will
Watch film here:
Insight
The Titan Edge Ultraslim was the first watch of its kind in India. Its defining feature was its ultra-slim profile, which offered a new way of reading time. That meant the communication had to be as considered as the watch itself, so we dug deep into how to build it.
The line
After multiple rounds of campaign lines, we landed on Time Obeys the Maker’s Will. It gave the watch a philosophical, almost mystical presence, which was exactly the space we wanted to explore.
The idea
For the launch, we wanted to capture the watch, and the idea of time, through all the senses, and how each sense experiences time differently. We pitched haikus as the ideal medium. The form mirrors the brand’s minimalist principle and captures each element in the fewest words possible.
The experience
The haikus were printed and hung throughout the experiential launch event, so guests could read time through the words as they moved through the space.
Social Content: